Stella is leading the team of social media copywriters and KOL campaigns planners at Alarice and ChoZan. Her knowledge and expertise are also valuable for brands that are doing digital brand audits on social media and e-commerce content overview. As one of the leading social media marketing experts at Alarice, Stella is responsible for KOL and KOC campaign planning and advertising launching on WeChat, Weibo, and other social media platforms.
As a trainer at ChoZan, Stella educates and leads consultation for clients from FMCG, F&B, the Jewellery industry, and the Travel industry to provide an overview of the latest best practices and trends for content creation and give insights into how brands can get the most from their digital presence in China.
Stella’s comprehensive knowledge of Chinese social media makes her an ideal choice to get your team up to speed on the best digital marketing practices in China and the must-know tips and trends for campaigns and content for social media. Stella is fluent in English and Mandarin Chinese.
AREAS OF EXPERTISE:
- Chinese Social Media Content Creation
- Chinese KOLS and Advertising Campaigns
- WeChat, Weibo, Red, and Douyin
- E-commerce Platforms
- Live Streaming Marketing
- FMCG, F&B, Jewellery, and Travel
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What are the skills every company shall train their China team on in 2022?
To improve the brand’s social media matrix in China according to the brand’s target audience. Also, through the social media strategy, the different platforms will be able to leverage their respective marketing strengths and interplay with each other.
Through high-quality content communication, attractive brand concepts are embedded in the minds of the target audience and resonate with the values of potential consumers. In the long run, this will be beneficial to develop the brand value.
Build up online purchase channels in China, and then connect social media and e-commerce platforms, allowing target users to promote purchase demand through social media content, converting social media traffic into e-commerce platforms. Using data analysis of social media accounts will help to pinpoint the brand’s target demographic profile.
What campaigns shall every global brand in China run in 2022?
In 2022, every global brand is supposed to tell attractive brand stories through social media campaigns in China.
Firstly, social media campaigns are the window for brands to understand and communicate with Chinese consumers. Through creative social media marketing, it helps to attract the attention of the target users, highlighting the brand’s unique selling points, utilising viral marketing with high-quality, interesting content, and creating a rapid spread within the circle.
Secondly, social media campaigns promote precision marketing. Social media platforms have a large amount of user data, and brands can obtain and apply marketing data to gain insights into the consumer profile, which can be fed back into the next marketing campaign, increasing the marketing ROI to a certain extent.
What are your favourite SMM platforms in 2022, why?
RED is one of my favorite social media platforms. In the coming year, I remain optimistic about the role that RED will play in brand marketing.
Firstly, we can gain insight into the potential needs of the audience and help brands develop their marketing strategy on RED. The platform showcases the lifestyles, attitudes, and trends of young consumers, such as camping and skincare, driving the popularity of camping tips, skincare products, and other related products, thus bringing new market opportunities for brands and enhancing efficient product exposure and conversion.
Secondly, RED has strict official control over the platform’s content and prohibits fake product recommendation. As a result, RED has a high-quality, authentic, and credible product usage experience, which effectively helps consumers to make purchase decisions and improve sales conversion.
How important is video marketing in China today?
In terms of economic development and policy environment, video marketing helps drive China’s digital and creative economy. Video, especially short video, breaks down spatial restrictions, improves the efficiency of communication, and greatly facilitates brand and product promotion. As a result, China’s video platforms have flourished under a favourable policy environment, with Douyin, for example, having over 600 million daily active users currently.
Regarding the social environment, video marketing is a mainstream trend in China’s digital marketing era, as video becomes a habit and a way of life for Chinese consumers. Today, the scale of video users in China is growing rapidly, and short videos have become a vehicle for netizens to record their lives and express their views, naturally providing an opportunity for video marketing to connect with users. Brands utilize video marketing to emotionally resonate and maintain communication with users, helping to achieve their marketing objectives.
What was something you learned recently and blew you away?
Recently, Viya, China’s top live-streamer, was fined 1.3 billion for tax evasion and was blocked from the entire network, with all live-streams cancelled and accounts on Weibo, Douyin, RED and Taobao closed one after another. The incident has stirred up the Chinese e-commerce industry and social media platforms, and made me think about the phenomenon behind it.
In China’s live e-commerce landscape, the majority of traffic and voice is held by the top live-streamers. In the context of China’s “Common prosperity” policy, and with the strengthening of government regulation and scrutiny of the e-commerce sector, the future of China’s live-stream e-commerce industry will be decentralised, and small and medium-sized live-streamers may have more opportunities to develop.
For brands, government regulation of the live-streaming industry is conducive to brands using live-streaming for healthy sales and marketing, avoiding losses from false data and huge commissions, reducing reliance on live-stream influencers and returning the focus to the products and brands.
What if my team has questions after training?
There is a 15-minute Q&A session included in each training where you and your team are free to ask me any questions related to the topic of the training as well as the content delivered. You are also still welcome to set up a call with me if you run into any more further questions or problems after the training has ended.